Research On The Advertising Narrative Of FOTILE Micro Film

In recent years,with the popularization of mobile terminals and the advent of5 G era,people increasingly accept and love online video.According to the China Internet development report 2019,more than 70 percent of Internet users are online video users,with the number of users reaching 612 million.As a kind of network video,micro film advertisement is not only of commercial entertainment,but also of social communication.In the years of rapid development and growth,and has attracted the attention of the advertising industry and consumers.At the same time,the competition for brands in the household appliance industry is becoming increasingly fierce.How to create high-quality micro film advertisements and improve the communication effect has become the focus of attention of major brands.This paper takes FOTILE micro film advertisement as the research object.Based on the narrative theory,this paper studies the advertising narrative of fang tai micro films by combining the theories of advertising,narratology,social psychology and so on,mainly using the literature research method,text analysis method and case analysis method.This paper first studies the content of advertising text,analyzes the narrative text of micro film advertising,and summarizes its narrative text style,narrative text three characteristics,narrative text three functions.On this basis,from the part to the whole,features of theme expression,hierarchical presentation,picture performance and plot narration are analyzed,and it is believed that features can reflect strategies.After the analysis of the characteristics,based on the characteristics,five narrative strategies are proposed from five aspects: narrative structure,narrative perspective,narrator,advertising rhetoric,and narrative prototype.It is believed that advertising rhetoric can arouse the audience’s attention and create rhetorical illusion,which has the function of concealment and exaggeration.The narrative prototype is widely used in the advertising narrative of the FOTILE micro films,which is reflected in the characters,props,scenes,narrative themes and plots.The prototype plays an important role as a narrative strategy,because it conforms to the audience’s perception mode,the audience’s cognition mode and the audience’s value orientation.Finally,although there are many aspects worth learning and using for reference,there are still some problems.It is mainly manifested as singleness of appeal mode,homogenization of content,imbalance between commercial and artistic quality,deviation from the main audience in expression.And in view of the above deficiencies put forward relevant Suggestions.There are four Suggestions,including enriching the way of appeal,insisting on taking creativity as the king,balancing the commercial and artistic nature,and insisting on being audience-oriented.Through the research,it tries to provide the perspective and source of ideas for more industries to tell a good brand story in micro film advertising,and help the innovation and development of advertising content and form.